Storytime.

It all started with a cold Friend Request on Facebook, followed by a DM upon acceptance —to every date night chair of each sorority at UGA when I was a junior.

Eighteen months later, that grassroots hustle evolved into a six-figure ticket sales program spanning 8 campuses and hundreds of student organizations.

But that wasn’t the initial spark.

Rewind a bit.

The upper bowl at State Farm Arena was completely empty.
Except for our student group.

I had just organized 70 students on campus to a sports marketing learning event with the Atlanta Hawks. And as I looked around, something clicked:

“There has to be a better way to fill these seats.”

After the game, I approached one of the Hawks’ sales leaders.

“Do you market to college students?” I asked.

“No,” they said. There’s too much turnover.”

That weekend, I wrote a 15-page plan to change that.
And then—I went to work.

Over time, we built a grassroots ambassador model that drove tens of thousands of ticket sales, expanded the Hawks' reach on college campuses, and created a repeatable, high-leverage campus GTM engine.

But what I didn’t realize then was that this was more than just a clever campus play—it was the foundation of a GTM superpower.

That same framework helped me:

• Recruit hundreds of storytellers to a fast-growing writing platform
  
  

• Build an entrepreneurial global community of 500+ individuals across 40+ countries
  
  

• Scale a national book tour in a repeatable fashion
  
  

• Mobilize people around bold ideas and launch products with real momentum

  • To learn more, here’s an article on launching a product. 

And now, we’re bringing that playbook full circle—rolling out a sales ambassador program for Arcbound, tied to some exciting internal (and external) changes ahead.

🤔🤨

First, for you: There’s a ton of content below. It’s all uploaded into the backend of a  custom GPT. IF you want to create a brand ambassador program for yourself, use this link. Feel free to make your own playbook or send critiques!

PS, if you missed our last playbook articles, look no further:
The Relationship System | The Brand System | Next week?? The Sales System  💸

What’s Next

In the next section, I’ll share the exact GTM framework I’ve used over the years to build brand ambassador programs

• How to identify the right champions
  

• How to empower them to evangelize your mission
  

• How to turn them into a scalable GTM function
  

• How to grow your ambassador community
  
  

Oh—and yes, there’s a surprise at the end if you want to get involved 🚀
Let’s dive in.

Table of Contents . . . 🤯

Why Brand Ambassadors Work: Lessons from ATL Hawks, Kairos, and Arcbound.

Step 1: Define the Mission and Structure: Purpose-driven design for scalable impact.

Step 2: Build the Recruitment System: Target profiles, outreach templates, and CRM flow.

Step 3: Application & Selection: Job description, evaluation guide, and interview questions.

Step 4: Onboarding Framework: Acceptance letter, kickoff call, community setup, and launch post.

Step 5: Engagement & Retention: Monthly rhythms, tracking metrics, and peer support.

Step 6: Incentives & Recognition: Visibility, rewards, and promotion paths.

Step 7: Scale with Precision: Cohort planning, leadership layers, and trusted referrals.

Step 8: Handoff & Succession: Exit process and long-term sustainability.

Step 9: Metrics That Matter: Inputs, performance, outcomes, and ROI clarity.

Key Lessons Learned
Product readiness, brand clarity, talent leverage.

Step 1: Define the Mission and Structure

Objective: Identify what the ambassador program is meant to achieve and the level of structure needed.

Clarify Your Purpose

• Are you building brand visibility, sourcing content, recruiting talent, driving sales, or a mix of multiple
  
  

• The goal is to get individuals to rally around something bigger than themselves and give them opportunities and access they wouldn’t have otherwise by associating with your brand. 

Choose Your Program Structure

• Hierarchical: (e.g., Hawks): Sales Execs → Regional Leader → Campus Ambassadors
  
  

• Decentralized: Program Leader → Ambassadors

Step 2: Recruitment System

Objective: Attract and select the right ambassadors using clear processes and messaging.

Assets

• Develop a Brand Deck for your Ambassador Program

  • It’s important to not just have a website, but a brand deck to give individuals a snapshot into your company, the team, what you do, and why you do it

Target Profile – Archetype 

• First, they need to be talented about the mission.
  
  

  • With Kairos, a global community that evolved into an investment fund called K50, success depended on finding entrepreneurial students on campus who could identify and recruit other student founders.
    
    

  • With the Atlanta Hawks, it was critical to identify students passionate about breaking into the sports industry—especially those interested in marketing and sales.
    
    

  • For the Arcbound Ambassador Program, the key (for us) is finding individuals who are passionate about serving entrepreneurs, eager to plug into our service infrastructure, and excited by the opportunity to access our community, events, and a meaningful network that can elevate their career.
    
    

• Connected within relevant and tangential communities to your company
  
  

  • For Kairos, it was important that individuals had access to on-campus and off campus networks where entrepreneurial students spent their time.
    
    

  • For the Hawks, it was essential that individuals were involved in student organizations and could serve as on-campus champions.
    
    

  • For Arcbound, it's crucial that individuals are connected to entrepreneurial communities such as YPO, Hampton, PEF, Vistage, Tiger 21, and similar networks.
    
    

• Demographics
  
  

  • For Kairos

    • Typically 25 years old or younger

    • Enrolled at a top 30 university

    • Deeply interested in solving large-scale societal problems

    • Committed to supporting peers, mentoring others, and building strong community ties

    • Actively involved in incubators or accelerators
      
      

    • Organizers of major entrepreneurial events, competitions, or awards

    • Members of other relevant entrepreneurial communities

• For ATL Hawks

  • Sophomore to senior at a Georgia-based university, including 8+ key in-state campuses

  • Experience in marketing, sales, events, or communications

  • Demonstrated work or leadership experience beyond the classroom

  • Strong interest in pursuing a long-term career in the sports industry
    
    

• For Arcbound

  • Regional and global membership directors, or leaders in sales, events and communications

  • Experienced in engaging high-net-worth individuals through relationship-driven, non-transactional approaches

  • Deep passion for serving, supporting, and leading entrepreneurs, with a focus on impact and community-building

  • Consultative > Transactional

    • PS, we recently put the transaction mentality in the graveyard
      
      

• Proven leadership or creative output

  • For Kairos

    • The ideal ambassador demonstrates a track record of innovation, self-starting behavior, and leadership in some capacity.
      
      

  • For the ATL Hawks

    • It’s important candidates have proven leadership experience, such as running campus clubs or spearheading initiatives that attract and engage student leaders.
      
      

  • For Arcbound 

    • The focus is on individuals with strong experience in events, marketing, community building, communications, or sales, and who can build thoughtful, trust-based relationships with entrepreneurs.
      
      

Finding Your People

Our approach to “finding your people” is deeply rooted in a belief that the right individuals—those with the same values (e.g. for Kairos: entrepreneurial grit, global ambition, and a sincere commitment to service) should connect, know one another, and join you in your mission.

We had this motto at Kairos that was “Discovery, Connect Support”

Rather than simply sourcing talent based on accolades or resumes, this philosophy emphasizes relational depth, shared purpose, and cultural fit. Building all of these programs and the process at large starts with intentional, personal outreach—using trusted referrals, localized networks, and community connectors to uncover individuals who already have demonstrated skillsets, with the potential to build on a strong foundation.

From the outset, ambassadors you choose are not treated like applicants, but like peers being invited into a long-term mission-driven partnership that drives value for their own lives.

This mindset should always be reinforced throughout the recruitment and onboarding journey. Ambassadors are interviewed not just for accomplishments, but for their authenticity, their willingness to support others, and their ability to execute on ideas while upholding the standards of your brand.

Interviewers should ask themselves:

1) Would you introduce this person to a top customer?
2) Would you introduce them to your team?
3) Do they have potential to become more deeply embedded into your brand?
4) Can these individuals mobilize others in their network and extended networks?

These lenses filter for more than talent, it filters for trust and alignment. Once selected, ambassadors should be immediately welcomed into a structured yet supportive ecosystem (more on this below), where they’re connected with the people that make sense in your network. The goal isn’t just to assemble high performers; it’s to build lasting relationships among people who will shape the future together.

Outreach

• First, once you find and identify your people, and where they hang out, reach out to them on social media:

  • I found this person below in a tangential network. This person has run membership recruitment at a global level. 

    • PS, don’t ask me why I was pestering people at 6:39 AM

  • 

    
    
    

• Then move them to email and suggest times and secure a calendar invite

• Once you connect with this individual, and meet, send a follow up email with more materials for them to review before the second meeting (this is a sales process):
  
  

  • 

•  Email templates for
  
  

  • Direct Candidate Cold Outreach:

 Subject: Arcbound Sales Ambassador Role

• Hi [First Name],

I hope this finds you well. I’m reaching out to introduce a unique opportunity that might align with your work at [Organization Name].

Over the past seven years, our company has supported hundreds of leaders in building their personal brand with our end to end service infrastructure.

We are launching a brand ambassador program focused on identifying and equipping leaders like yourself to champion ideas and initiatives that matter to successful people looking to build something more meaningful in their career as they enter their next chapter.

Given your role and influence at [Organization Name], I’d love to learn more about you and see if you might be interested in a brand ambassador role with us (which has much greater opportunities behind it).

Would you be open to a brief 20-minute call next week?

If so, here’s a link to my calendar to find time: 

Looking forward to connecting.

• Asking for a Referral

Subject: Do You Know Someone Great? Arcbound Sales Ambassador Role

Hi [First Name],

I hope you’re doing well. I wanted to quickly share something we’re building at Arcbound that might be a fit for someone in your network.

We’re launching our Ambassador Sales Program—a performance-based role where entrepreneurial, well-networked individuals can earn commission by referring clients to our Arc Launch and ongoing services. It’s ideal for people who enjoy connecting others, have access to founders, investors, high level coaches/consnultants, or thought leaders, and want to earn upside while plugging into a high-level community.

Highlights:

• 10% commission on up front Arc Launches + 10% recurring commission on monthly services

• Access to our network of authors, investors, and operators

• Monthly learning events and leadership opportunities

• Path to full-time role for top performers
  
  

If someone comes to mind—whether it’s a sharp professional looking for something ahead, a community builder, or someone already plugged into a startup or creator/thought leader ecosystem—I’d love to connect with them.

Here’s a job description link you can forward: 

Thanks in advance, and always great to collaborate in even small ways.

Best,
[Your Name]
[Your Role / Contact Info]

• Create a tracking doc / tag in your CRM

  • It’s important to keep track of those you’re reaching out to and those that may be a great fit. That way you can follow up and get people through your process

  • For example, this would be a natural template
    
    Step 3: Job Description, Application, and Selection

    Objective: Establish criteria and standardize evaluation.

    Job Description:

    Sales Ambassador – Arcbound

    Location: Remote
    Position Type: Commission-Based (with potential for full-time)
    Compensation: 10% commission on Arc Launch sales ($-$), 10% monthly commission on retainers
    
    Start Date: September 2025

    
    

    About Arcbound

    Over the past seven years, Arcbound has built a business empowering some of the world’s most influential leaders to define, develop, and activate their personal brands. Our unique end-to-end service helps clients—from startup founders to Fortune 500 executives—clarify their identity, create a compelling digital presence, and share their expertise through channels like LinkedIn, newsletters, podcasts, and books.

    Our client roster includes names like:

    • Charlene Li

    • Sean Magennis

    • Tim Springer

    We're now scaling beyond founder-led sales—and we’re seeking entrepreneurial, well-connected Sales Ambassadors to help take Arcbound to the next level.

    Role Overview

    As a Sales Ambassador, you’ll represent the Arcbound brand to mission-driven entrepreneurs, executives in transition, authors, and investors who want to make a bigger impact with their voice.

    You’ll introduce them to our Arc Launch—a proven process for building their personal brand infrastructure—and earn commission on each sale, plus ongoing commissions for long-term client relationships.

    This is ideal for individuals with strong networks, an eye for brand value, and a passion for helping leaders unlock their next chapter.

    What You’ll Sell

    You’ll focus primarily on our Arc Launch—a flagship offering that builds the foundational layers of an individual’s brand:

    Part I. Structural & Identity

    • Brand narrative, values, positioning, and messaging

    • Examples: Client X, Client Y
      
      

    Part II. Visual Identity

    • Logo, color system, typography, brand assets

    • Examples: Client X, Client Y
      
      

    Part III. Website Development

    • End-to-end website design and development

    • Examples: Client X, Client Y, Client Z
      
      

    Once the Arc Launch is complete, many clients continue with monthly services: LinkedIn content, newsletters, podcast production, ghostwriting, and more.

    
    

    Our Incentive Philosophy: Aligned Growth, Real Ownership

    At Arcbound, we believe the best ambassadors are those who benefit when they help others win. That’s why our ambassador incentives are designed to reward both initiative and long-term value creation:

    • Performance-based upside: Ambassadors earn 10% commission on each Arc Launch and 10% recurring commission on any ongoing service packages
      
      

    • Compounding value: With every client you introduce (and sell), your monthly income can grow. There’s no cap on # of commissions, and your revenue scales with each new partnership.
      
      

    • Credibility-driven compensation: We invest heavily in service quality—our clients consistently receive top-tier strategy and execution, so you can confidently stand behind what you sell.
      
      

    • Real network access: Ambassadors are integrated into a community of founders, authors, investors, and creatives, gaining insights and exposure through monthly learning events and webinars.
      
      

    • Featured in Our Content: If you hit your goals, you will be invited onto our podcast, featured in our newsletter, and featured on our social channels to show your success and share your story in a thoughtful way
      
      

    • Path to full-time leadership: Proven ambassadors can join our core team in strategic roles within 6 months—this is a stepping stone to something bigger, not just a gig.

    Who You Are

    • A natural connector with a strong founder/operator network

    • Comfortable having value-driven conversations about identity, growth, and visibility

    • Entrepreneurial and autonomous—you drive results without micromanagement

    • Curious about branding, storytelling, and personal growth

    • Sales or BD experience in marketing, coaching, consulting, or B2B services is a plus
      
      

    Support We Provide

    • Playbooks [Brand System, Sales, Relationships, Outreach, Channel Development]

    • Sales Training

    • Ideal Customer Profile & Lead Lists
      
      

    • Messaging Frameworks & Outreach Scripts

    • Education on how to build your own brand, thoughtfully 

    • Client Case Studies & Brand Decks & Brand Assets [e.g. supportive content]

    • Access to Arcbound leadership and Ambassador peer network

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